As a child, my ritual began after my bath. My mother and Josie (my second mother) would comb my hair with infinite patience, and without knowing it, they were teaching me the most important thing: hair needs to be cared for.
I grew up. And along with that came the experiments. And, the years trying to repair what I had damaged myself. Expensive shampoos that promised miracles but delivered nothing. Until one day I went back to the simplest things. The formulas that had always worked. What my mother and Josie already knew.
And it worked. Just like it always had.
Erōe was born from that obvious conclusion that took me years to see. Hair doesn't need more products. It needs better ingredients. The ones that have always been present, no compromise.
— Claudia
the origin
2002
At home, we were four; three older brothers and me. After bathing me, my mother and Josie (my second mother) would tame my hair using natural oils and a lot of patience. To finish, they'd let me decorate it with flowers, clips, and headbands. Without realizing it, they were teaching me the most important thing about hair: it needs to be cared for from the roots.
the turning point
2020
Lockdown, boredom, and a terrible idea: bleaching my brother's and my hair at home. It was an absolute disaster, triggering what would be years of dyes, keratin treatments, highlights, and more bleaching to cover up the damage. The beginning of a long learning lesson.
back to the origin
2025
Hair finally back to its healthy state, with my waves and curls. And I was more convinced than ever that the industry has spent years complicating something that's actually very simple. I started to learn about every ingredient. To mix oils and preparations at home, to eliminate chemicals from my vanity one by one. The hardest part? Maintaining my blonde hair without falling back into my old mistakes.
Thus began a long process of experimentation. This time, without harshchemicals. This time, with lasting results.
Erōe is born
2026
Erōe was born from my own story. Tired of empty promises and labels with ingredients impossible to pronounce. Based on honesty, ancestral knowledge, and the care practices that our mothers and grandmothers already mastered. Experimenting will always be fun, but having healthy, strong hair is much more.
The aroma
Erōe smells of jasmine and honey.
The jasmine is a tribute to Claudia’s father, who has been carrying a jasmine flower with him for years and uses its scent as his perfume. The honey is part of his daily ritual, a tradition he has kept for decades. At 80, he has more energy than anyone and has been a true inspiration for this project.
A perfume that asks for no permission. Floral, warm, with a story behind it.
"My mother and Josie would comb my hair after my bath. Oils, clips, flowers, headbands. Without knowing it, they were teaching me the most important thing: hair needs to be cared for."